Research Study Objective: The study was carried out on a new concept for discounted food in February 2013. The aim of the research was to determine detailed information related to:

What people think of discounted/reduced food products (i.e. approaching sell by date) What people think of a shop which only sells reduced food products (reasons to use, pros and cons, etc.) What is the minimum discount rate for the food items that would make it worthwhile to people to go to this kind of shops